gtm_report

6.2 Channels

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Shiftly
Go to Market
How we reach every shelf.
Demand-Side Strategy Outbound-led sales with partnership-driven inbound referrals
Channel 1 Direct outbound sales - 55% of new pipeline
Channel 2 POS and payroll partner referrals - 30% of leads
Channel 3 Franchise-association intros - 15% of qualified pipeline
Demand Funnel Demo request > Pilot location (35%) > Chain rollout (60%)
Unit Economics Customer acquisition cost: $1,800, demo-to-pilot: 40%, payback: 5 months - economics scale with location count
Demand Side Founder-led outbound sales into regional chains Outbound targets multi-location operators feeling labor-cost pain directly
Founder-Led Sales Outbound targets chains with 10 to 100 locations directly
Inbound Demo Requests Labor-cost content drives 200+ demo requests monthly
Partner Referrals POS and payroll partners refer 25 qualified leads monthly
Franchise Association Intros Association relationships open dozens of locations per intro
Pilot-to-Rollout Expansion One proven pilot location unlocks full chain-wide rollout
Pilot proof fuels referrals, referrals fuel faster pilots Current pipeline: 46 regional chains in active outbound conversation, three pilots signed this quarter
Supply Side Integration partnerships build the data supply chain Direct POS and payroll integrations feed real-time forecasting within weeks, not months
API Integration Direct API pulls hourly sales data from major POS systems
Payroll Data Sync Payroll integration syncs labor costs automatically each pay period
Partner Portal Partner portal streamlines onboarding for POS and payroll integrators
Franchise Association Outreach Association partnerships unlock dozens of locations through one relationship
Direct Onboarding Team In-house team completes new location onboarding within 48 hours
Each integration partner unlocks referrals across their entire client base Target: 15 integration partners live across 500 locations by end of year two
Supply-Side Strategy Integration-first supply strategy through partners and associations
Channel 1 Direct POS integrations - 45% of data supply coverage
Channel 2 Payroll processor partnerships - 35% of referral-sourced pilots
Channel 3 Franchise-association relationships - 20% of multi-location expansion
Key Metrics Integration uptime: 99.8%, average onboarding time: 6 days
Delivery Strategy Cloud-hosted platform syncs POS and payroll data nightly, auto-builds draft schedules, then rolls out chain-wide within four weeks post-signoff
Customer Personas Three buyers, one shared labor-cost headache
The Multi-Location Ops Director
Demographics 35-50, VP Operations, 20-100 locations, restaurant or retail Pain Points Loses 10 hours weekly building schedules blind to labor cost Discovery LinkedIn, NRF events, restaurant-ops forums, and peer referrals Values Fast payback, no IT lift, clear labor-cost visibility Willingness to Pay Pays $0 today in spreadsheets, budgets $6 per employee monthly
The Franchise Group General Manager
Demographics 40-55, multi-unit franchisee, 10-40 locations, quick-service restaurant Pain Points Struggles to standardize scheduling across inconsistent franchisee-run locations Discovery Franchise-association conferences, regional franchisee groups, and trade newsletters Values Franchise-association endorsement, simple rollout, predictable per-location pricing Willingness to Pay Pays $150/month per location for basic tools, wants better ROI
The Emerging Multi-Unit Owner-Operator
Demographics 45-58, multi-unit franchisee, 15-40 restaurants, $180K-$300K income Pain Points Labor costs erode margin across 20 locations, invisible until month-end Discovery Franchise-association conferences + peer operator forums + trade press Values Proven payback from one location before any chain-wide commitment Willingness to Pay Runs schedules in spreadsheets now, pays $6/employee/month for Shiftly
Channels & PartnershipsDirect-first, scaling through POS partnerships and franchise networks
DirectFounder-led outbound sales to regional chains - 60% revenue
IndirectPOS and payroll platform integrations drive 25% of leads
CommunityFranchise-association referrals and peer word-of-mouth drive 15% growth
Channel StrategyDirect (60%, live now), Indirect (25%, Q3 scale), Community (15%, growing organically)
Strategic PartnershipsToast POS (integration + co-marketing), ADP payroll (referral pipeline), National Restaurant Association (franchise credibility)
KPIs & Business Model Unit economics that work at $1,200 CAC with 6-month payback
Growth KPIs
MRR Target $120K monthly recurring revenue by month 18
User Growth 18% MoM (vs 10% SaaS median)
Conversion Rate 68% pilot-to-chainwide conversion (vs 40% industry avg)
Unit Economics
CAC $1,200 blended customer acquisition cost
LTV $9,600 average lifetime value
LTV : CAC Ratio 8.0:1 lifetime value:customer acquisition cost
Payback Period 6 month payback
Revenue Model Software-as-a-service per employee
Pricing $6 per employee per month
Gross Margin 82% blended gross margin
Break-Even Month 20 at 500 locations
Key Takeaway Proven land-and-expand engine with scalable unit economics
Customer Acquisition Cost $1,200 blended customer acquisition cost
Lifetime Value $9,600 average lifetime value
LTV : CAC Ratio 8.0:1 lifetime value:customer acquisition cost
Year 1 Projection 18,000 employees scheduled across three pilot regional chains by month 12, driven by land-and-expand rollouts and POS partnership referrals